Cookies joins the Global Sports Innovation Center powered by Microsoft, expanding its innovation footprint in both sports and esports

The GSIC is a global non-profit organization headquartered in Madrid and Singapore that connects key stakeholders from across the sports and esports ecosystem — including leagues, clubs, federations, startups, tech providers, and universities — to foster innovation and drive digital transformation in the industry. With members in more than 50 countries and strong backing from Microsoft, the GSIC provides exclusive access to technological expertise, international acceleration programs, and strategic networking opportunities.

By joining GSIC, Cookies aims to strengthen its leadership not only in sports licensing but also in the fast-evolving world of esports. Through proprietary platforms like Play&Play and SkillzCamp, Cookies enables telcos and brands to tap into the massive engagement potential of competitive gaming, creating scalable B2B2C ecosystems around top-tier esports IPs and fan communities.

"Esports is not just a new content vertical — it's a cultural movement reshaping how new generations engage with entertainment," said Paola Silano, Co-Founder & CRO, Cookies "As GSIC members, we’re excited to collaborate on building global, tech-enabled solutions that accelerate innovation across both traditional sports and competitive gaming."

Recent initiatives such as the ATP Golden Pass and Serie A Livestream Pass reflect Cookies' broader mission: to bridge the gap between premium licensed content and mobile-first user experiences through telco partnerships. The GSIC partnership will now enable Cookies to scale its impact further, with access to emerging technologies, mentoring, and co-creation opportunities with some of the most innovative players in the global sports and esports industries.

About Cookies
Cookies is an international company delivering cutting-edge esports and sports solutions tailored to the unique needs of telcos across Europe, MENA, and Africa. With a focus on immersive fan experiences and scalable solutions, Cookies is a Google Premier Partner since 2018 and has been listed for 2 years in a row by the Financial Times and Statista as one of the fastest-growing companies in Europe. For more information, visit www.cookies.digital

About the Global Sports Innovation Center (GSIC)
The GSIC powered by Microsoft is a non-profit organization that connects sports entities, technology providers, investors, and academic institutions to foster innovation and digital transformation in sports. For more information, visit: www.sport-gsic.com